IN THE BEGINNING THERE WAS THE WORD IT’S THE IDEA THE IDEA UNDERNEATH THE EMOTION THE IDEA THAT DRIVES THE STORY THAT PAINTS THE PICTURES THAT MAKES US BELIEVE BRINGS BELOW-THE-LINE TO ABOVE-THE-LINE VIRTUAL TO REALITY THE IDEA THE MOVES THE PRODUCT INTO OUR MINDSPACE THE IDEA THAT CLOSES THE SALE AND OPENS UP A WHOLE NEW WAY OF BEING
COPYWRITING
product naming promotional/collateral pieces catalogs
tagline development advertising editorial
BRANDING
creating a voice development of internal brand identifying core audience strategies and product vision
Creative Director and copywriter Ameena Meer loves to create advertising that loves the world back. Ameena’s strength is expressing emotion that inspires action. As a writer, Meer knows intuitively that a good story changes minds. From the beginning, her strategic and conceptual work launched high-impact brands and products with lasting influence.
After a misspent youth as a fashion victim, club kid, journalist, dancer, editor, Asian American activist and waitress, Meer came back to writing with her first novel, Bombay Talkie. Three daughters later, she authored How to Shoot Your Kids for Arthur Elgort. A mother of re-invention, Meer’s been a copywriter, thinker, conceptor and/or creative director for Avon, Calvin Klein, Coty, The Gap, Estee Lauder, Donna Karan, Federated Stores, Pzifer, L’Oreal, The Navajo Nation, Homes for the Homeless and Proctor & Gamble and others.
Meer believes the most effective communication is based on love for the consumer, respect for the brand and change for the good.
